PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN DI HOTEL HORISON ARCADIA SURABAYA

Abstract

A rapid development of hospitally bussines industry in surabaya make touger the bussines competition. As the result some bussines people are encouranged to the strategis, one of them is marketing mix, in facing the challenge. While, marketing mix is one of the marketing instruments which aim to achieve target market. Therefore, the research aimed to find out the effect of product, promotion, price, place, people and procces on the decision to stay at surabaya horizon arcadia hotel. Besides, it was also to find out which variable mostly affected buying decision. Moreover, the data collection technique used non-probablity sampling in line with, there were 98 respondents as sample. Futhermnore, the sample was chosen as researches met accidiantly and considered appropriate as the data source (accident sampling). in addition, the reseacrch result concluded dependent variables, I,e product, promotion, prices, place, people and procces had positive and significant effect omn independent variable namely buying decision. In conclused sutrabaya horizon arcadia hotels was expedted to pay attention on the product, promotions, prices, place, people and procces seice they affected buying decision. Meanwhile for futher researches, they needed to add some variables which had not ben included in the research, in order to have broaden and mlore uptaded research periode
Keywords: marketing mix, buying decision.